Outdoor Insight

chipped in with a last-minute floor delivery and the installation of the heavy beams required by the open floor plan. "We decided to do the work our- selves because we felt that was the only way it would truly reflect our unique vision," Derek says. "We did not think standard grid wall, store-bought fix- tures and a common retail space would suffice." The construction also served as his sabbatical after 18 years selling computer software. Another reason for the personal touch — they knew they would be spending a lot of time there. "We went to great lengths to selfishly create a space that we would love and feel comfortable in, even on the longest retail days," Genevieve says. "We were going to be here so much we wanted it to feel like home. Today Genevieve heads up the retail end of the business and, understand- ably, she does spend a lot of time in the store — six days a week usually, relying on part-timers, friends and family to fill in when she can't be there or during busy periods. The Business Model With the building complete and their retail vision achieved, Canyon Pass will reach gross sales in the area of $500,000 this year and will be "mod- estly profitable." The challenge going forward for the husband and wife team – neither of whom had any previous retail experience – is to become better buyers and merchandisers. "We find we are constantly learning from our mistakes," Genevieve says. She is indebted to local sales reps such as Ray Ferrand and Bill Keys, who not only opened them with brands like Sherpa Adventure Gear and Mammut, but also provided invaluable advice along the way. A major step towards legitimacy was taken when Patagonia started selling them, thanks to the efforts of Sven Shiers from Patagonia, who lives locally and who really guided them from the earliest stages. "Patagonia is the most recognizable brand we could get that would help us connect with our customers," Derek says. Being able to put the Patagonia name on the sign in front of the store brought the legitimacy they were seeking, although the smaller, less well-known brands are the foundation on which the merchandise mix is built. Other early brands included Oboz, Salomon and OluKai in footwear, as well as apparel brands Kuhl, prAna and Toad&Co. Regular shopping at the Eastern Outdoor Reps Association show brought them in contact with other key brands as well, which now include Yeti, Mountainsmith, Pistil, Helle, Leatherman, Darn Tough, Hydro Flask, FreeFly, Outdoor Research, Locally Grown Clothing Co., Farm To Feet, Dylan, Eagles Nest Outfitters, Howler Brothers, Hippy Tree, Ambler and Sorel. Genevieve points out they modestly exceeded the original expectations in their initial three-year business plan, even in the face of increasing online competition. "We sell all products at MSRP, but customers, particularly Millennials, are savvy in their com- parison shopping," she points out. So Canyon Pass relies on its com- munity connections, its hyper-local convenience and its personal rela- tionships to win the retail battle. Fortunately there are no big-box retailers in the immediate vicinity and the Jersey Shore location is home to all types of outdoor enthusiasts. "We just hope that a portion of their spend will be with local independent retailers," she says. To reach that community Canyon Pass turns to social media to engage with customers. They also collaborate with other local creative businesses, such as the Fair Haven Business Association. Canyon Pass supports local environmental groups, pro- vides every-day discounts to local first responders, organizes hikes and scavenger hunts in local parks and frequently hosts outdoor movies and pint nights on its front lawn. "It's tiring at times, but also incred- ibly rewarding," Genevieve says. Now three years into the effort, Derek and Genevieve are re-evaluating their original three-year plan and like what they see. "We love our little business, it gener- ates a modest income and we feel more connected to our community than ever before," says Derek. A big part of that optimism is that they were able to purchase their building outright and benefit from the real estate investment as well as the retail business. "We hope to continue to grow steadily and organically for the next several years," Derek says, adding that he is still pleasantly surprised by the number of first-time customers that come through the front door. "We have no plans for selling online and although we have no immedi- ate plans for expansion, that might change as we gain confidence in our buying efforts and if we find another community that inspires us like Fair Haven," he says. Then the tools and creativity will come out of the workshop to create another unique retail space. O 44 • Outdoor Insight • February 2018 outdoorinsightmag.com From studs to stairs to fixtures: Outdoor specialty retailer Canyon Pass Provisions was literally built from the ground up by owners Derek and Genevieve DeBree. The Personal Touch Special touches that make Canyon Pass Provisions a unique retail space: Derek's grandfather's ski hat is tacked up on the wall, complete with collectible pins from ski resorts around the world. A framed silver dollar – representing the first dollar Canyon Pass made – hangs over the checkout counter as a reminder from a friend, John Feeny, of where the business came from. A collection of family license plates decorates the wall above the front entrance. The locust posts that carry the weight of the store sign in front of the store came out of the woods behind their home. Derek had his eyes on those particular logs for years on his daily morning walks with the dog. The stairs headed to the second floor include lathe from the walls and ceiling of the original building. Derek built the little birdhouse design on the stair railings as a lark. The Canyon Pass Provisions logo that adorns the store, clothing, hats and other private label products was commissioned for $250 through the Designcrowd.com website and was designed by an artist in Pakistan. RETAIL

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